We've just heard the news that denim company, Paper Denim & Cloth, is getting back on the radar. Launched in 1999, Paper Denim and Cloth was one of the headlining pioneers of the premium denim movement that kicked off in the late 90s, introducing the masses to high end, premium quality jeans with a price tag to match. The days of gently-priced Levis and name brand jeans were replaced with more luxe brands charging at least $200 a pop. Paper Denim and Cloth quickly became a household name as the premium denim revolution took over; sadly, all good things for the company came to an end in the past couple years as premium denim lost its priority status. And while fellow brands 7 For all Mankind and Rock n' Republic managed to stay afloat by building up a multi-product empire, Paper Denim & Cloth fell somewhat by the wayside and we haven't heard much from them since.
But today the news broke that a press release was sent out confirming the brand has launched a new line for Spring/Summer 2010. But with their return comes a new set of values. The line is no longer looking to out-price the premium market. Instead, the new collection offers more wallet-friendly options—presumably in response to the economic downturn—like $100 jeans and $58 skirts and shorts. The new Paper Denim & Cloth collection is available now at National Jean Company and what can we say? We're glad they're finally back in the game.
Article and Photo Source: Denimology